PVR Inox to Serve Liquor Across More Luxury Properties

Drinks will be served in lounges, not inside the auditoriums, at high-end formats such as Director's Cut, Maison Inox

- Lata Jha

Multiplex chain PVR Inox is seeking licenses to serve alcohol at additional premium properties in select markets such as Gurugram and Bengaluru in a bid to combat dwindling footfalls, two people familiar with the plan said.

While the move is unlikely to be extended to patrons inside auditoriums, they will be able to enjoy drinks in the lounge before or after a movie in luxury theatres such as Director's Cut. It is expected to grow revenue even if few films find traction in cinemas as these luxury properties may attract people for the good food and drink and the experience.